Macklyn, Jovanda (2024) The influence of brand awareness, social media marketing, and restaurant atmosphere towards intention to purchase at Sondoro Seafood, Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The food and beverage industry is expanding quickly and is expected to keep growing, particularly in brand awareness, social media marketing, restaurant atmosphere and intention to purchase. For successful growth, business owners must manage their operations professionally and efficiently.
This study investigates the influence of these three independent variables on intention to purchase, which serves as the dependent variable. Three hypotheses are tested to understand the relationships among these factors.
This study uses a quantitative research approach, gathering primary data through observations and questionnaires distributed to 97 respondents via non-probability sampling. Secondary data is sourced from journals and internet resources. SPSS 25.0 is used in this study.
The research focuses on Sondoro Seafood, a restaurant specializing in seafood dishes in Medan. Findings indicate that brand awareness, social media marketing, and restaurant atmosphere each have a significant, partial influence on customer intention to purchase.
To increasing the intention to purchase, Sondoro Seafood Restaurant is advised to maintain and strengthen its brand awareness, social media marketing, and restaurant atmosphere. / Industri makanan dan minuman berkembang pesat dan diperkirakan terus tumbuh, terutama dalam kesadaran merek, pemasaran media sosial, suasana restoran, dan niat pembelian. Agar bisnis dapat sukses, pemilik usaha harus menjalankan operasionalnya dengan profesional dan efisien..
Studi ini menyelidiki pengaruh ketiga variabel independen tersebut terhadap niat untuk membeli, variabel dependen. Tiga hipotesis diuji untuk memahami hubungan di antara faktor-faktor ini.
Penelitian ini menggunakan pendekatan kuantitatif, dengan data primer dikumpulkan melalui observasi dan kuesioner yang didistribusikan kepada 97 responden menggunakan metode sampling non-probabilitas. Data sekunder diperoleh dari jurnal dan sumber internet, SPSS 25.0 digunakan dalam studi ini.
Penelitian ini berfokus pada Sondoro Seafood, restoran yang berspesialisasi dalam hidangan laut di Medan. Temuan menunjukkan bahwa kesadaran merek, pemasaran media sosial, dan suasana restoran memiliki pengaruh signifikan secara parsial terhadap niat pelanggan untuk membeli.
Untuk meningkatkan niat membeli, Sondoro Seafood disarankan untuk mempertahankan dan memperkuat kesadaran merek, pemasaran media sosial, dan suasana restorannya.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Macklyn, Jovanda 03013210018 jovandamack@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Khong, Rifin 0103037603 rifin.khong@lecturer.uph.edu |
Uncontrolled Keywords: | brand awareness; social media marketing; restaurant atmosphere; intention to purchase |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Jovanda Macklyn |
Date Deposited: | 25 Mar 2025 08:05 |
Last Modified: | 25 Mar 2025 08:05 |
URI: | http://repository.uph.edu/id/eprint/67532 |